Luxardo unveils new ‘retro modernist’ bottle for its amaretto in the UK

Luxardo Amaretto new bottle 2021

Leading Italian liqueur producer Luxardo has unveiled a striking new “retro modernist” look for its amaretto alongside a tweak in its recipe.

The slim, angular bottle shape has been retained but it has a new label that replaces the previous motif of an ornate “A” with a triangle-based pattern described as “retro modernist”.

It is still made with the essential oils from the pits of marasca cherries, peaches and apricots but the alcohol content has been reduced from 28% ABV to 24% ABV without losing the depth of flavour.

The new look, intended to make Luxardo Amaretto stand out more on shelf, has been introduced as Luxardo celebrates its 200th anniversary in 2021. The UK is one of the first markets to get the new bottle, released this spring through UK distributor Cellar Trends.

As part of the celebrations, Luxardo global brand ambassador and cocktail expert Gareth “G” Franklin is working on new drinks recipes for the brand’s range, including one for the amaretto. Click here for other recipes using Luxardo Amaretto.

“Amaretto is very versatile for long drinks with a popular mixer, and it also combines well with spirits such as whisky and rum, and we have seen many innovative serves by bartenders,” he said.

“Classics such as an Amaretto Sour is a staple on cocktail lists. The depth of natural almond flavour should always shine through but never be too much in the foreground. Luxardo Amaretto has the balance to completely harmonise with other ingredients, and its taste profile is delicately lifted by fresh citrus.”

Luxardo Amaretto Di Saschira (using its full name) is velvety with aromas of fragrant toasty almond and Bakewell tart. It is recommended for serving neat or chilled on ice with a squeeze of fresh lemon juice, or in an Amaretto Sour which mixes it with fresh lemon juice and egg white. It is also popular served with coffee and in vanilla desserts such as ice cream or Italian pannacotta.

The recommended retail price for the 70cl bottle is around £20.

Founded in 1821, Luxardo is the oldest independent, family-owned liqueurs company in Italy and is still managed by the Luxardo family. Today it is known for its Maraschino liqueur, its range of cherry products, its Limoncello and the market-leading Luxardo Original Sambuca range.

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